Pond's Men: Everyone Is a Spider-Man

Himmah Tsuroya, Abriany Sinaga, RK Narayanan

Pond's Men, a personal care brand, built a campaign around the release of the Spider-Man film and game in Indonesia to increase sales and improve brand perceptions in a declining market.

Campaign details

Brand: Pond'sBrand owner: UnileverEntrant company: Mindshare - IndonesiaIdea creation: Wunderman Thompson JakartaMarket: AsiaSector: Toiletries & cosmeticsMedia channels: Online video, Word of mouth, Influencers, KOLs, Cinema, Social media, Outdoor, Out-of-homeBudget: Up to 500k

Executive summary

There is a superhero inside all men. Pond's Men Indonesia wanted to stir things up and bring this to the forefront of everyone's cognizance. Every man takes the challenges of daily life with aplomb, akin to the beloved superhero Spider-Man. However, the onslaught of Covid-19 made their jobs tougher...

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